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Serving Advertisements with a Webpage Based on a Referrer Address of the Webpage

a technology of a webpage and an advertisement, applied in the field of serving advertisements with a webpage, to achieve the effect of optimizing advertisement revenue and increasing the rate of selection/clicking on advertisements by users

Inactive Publication Date: 2009-01-22
OATH INC
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Benefits of technology

[0012]By selecting advertisements to serve with a webpage using information derived from a referrer address of the webpage, an additional resource of information may be used to select the advertisements. The referrer address of the webpage contains useful information in selecting advertisements for a user since it provides information regarding a just prior website that the user visited. In the particular condition, where a search query is also submitted by a user, the referrer address of the webpage may contain especially useful information since the search query reflects the intent of the user. By considering the referrer address of the webpage, the rate of selections / clicks on advertisements by users may increase and advertisement revenue may be optimized.

Problems solved by technology

Often, however, the text content of a webpage may produce advertisements that are not of interest to the user.

Method used

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  • Serving Advertisements with a Webpage Based on a Referrer Address of the Webpage
  • Serving Advertisements with a Webpage Based on a Referrer Address of the Webpage
  • Serving Advertisements with a Webpage Based on a Referrer Address of the Webpage

Examples

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Embodiment Construction

[0026]In the following description, numerous details are set forth for purpose of explanation. However, one of ordinary skill in the art will realize that the invention may be practiced without the use of these specific details. In other instances, well-known structures and devices are shown in block diagram form in order not to obscure the description of the invention with unnecessary detail.

[0027]As described below, Section I discusses general terms and a network environment in which some embodiments operate. Section II discusses methods and apparatus for selecting advertisements to serve to a user requesting a webpage using a referrer address of the webpage.

Section I: General Terms and Network Environment

[0028]As used herein, base content is requested by a user that may include a variety of content (e.g., news articles, emails, chat-rooms, etc.) having a variety of forms including text, images, video, audio, animation, program code, data structures, hyperlinks, etc. The base cont...

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PUM

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Abstract

Methods for selecting advertisements to serve to a client requesting a primary webpage is provided. The client displays a referring webpage having a hyperlink to the primary webpage. Upon selection of the hyperlink, the client sends a request to a content server storing the primary webpage, the request including a referrer of the primary webpage comprising a URL address of the referring webpage. The content server sends the primary webpage to the client which includes the referrer and an advertisement request mechanism configured to make an advertisement request to an advertisement server and attach the referrer to the advertisement request. The advertisement server uses the referrer to select one or more advertisements to serve to the client. The referrer may comprise one or more search query terms submitted by the client. The advertisement server may also use the content of the primary webpage to select the one or more advertisements.

Description

FIELD OF THE INVENTION[0001]The present invention is directed towards serving advertisements with a webpage based, on a referrer address of the webpage.BACKGROUND OF THE INVENTION[0002]When a user makes a request for a webpage (base content) to a server via a network, additional content is also typically sent to the user along with the base content. The user can be a human user interacting with a user interface of a computer that transmits the request for base content. Base content might include a variety of content and is typically provided and presented to a user as a published webpage. For example, base content presented as a webpage may include published information, such as articles about politics, business, sports, movies, weather, finance, health, consumer goods, etc. Additional content might include content that is relevant / related to the base content. For example, relevant additional content may include advertisements for products or services that are related to the base co...

Claims

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Application Information

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IPC IPC(8): G06Q30/00
CPCG06Q30/02G06Q30/0277G06Q30/0275G06Q30/0256
Inventor FONTOURA, MARCUS FELIPEBRODER, ANDREI ZARYJOSIFOVSKI, VANJA
Owner OATH INC
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